Bermuda Estates

Challenge: Bermuda Estates is a 7.8-acre manufactured home park with 46 units located in Chesterfield County. Due to ongoing health and safety risks in the park, it was purchased by project:HOMES in 2020. Project:HOMES made significant investments in the park including the addition of a new community center, the integration of supportive services to residents including ESL classes, and the replacement of several manufactured homes with energy efficient units. The organization was seeking to highlight these enhancements and demonstrate to potential donors that additional resources were needed to complete the revitalization of Bermuda Estates.

Solution: project:HOMES asked Gray Ryan Communications to design a media relations campaign centered around the enhancements at the park. To be as effective as possible, the campaign needed to include information about the technical challenges of replacing the manufactured homes and how project:HOMES was overcoming those challenges, first-hand testimonials from residents at Bermuda Estates about the enhancements, and the infrastructure enhancements that were made to make the park more environmentally friendly. Gray Ryan Communications set up several in-person walk-throughs of the Bermuda Estates with key reporters and project:HOMES leadership.

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Bottom Line: The campaign resulted in three signature media placements including the cover story in the Metro Business section of The Richmond Times-Dispatch. Additional placements were secured in Axios Richmond and Richmond BizSense. Working with the project:HOMES leadership, each media outlet focused on different aspects about Bermuda Estates’ revitalization efforts. The increased publicity resulted in additional funding for the organization by the philanthropic community.